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The Athlete's Foot Expands Internationally
February 25, 2008
New York-based NexCen Brands Inc., the parent company of The Athlete's Foot (TAF), announced today that the company has expanded operations to Sweden, signing a Master Franchise Agreement with TAF Sweden AB. The 10-year agreement calls for the development of a minimum of 10 stores in Sweden. TAF Sweden AB opened its first store in Malmo in July 2007, launching TAF's first store in the country, and marking TAF's entry into its ninth European market. NexCen also announced the opening of its 33rd store in the Middle East and its first in Qatar. The company is now in more than 40 countries. In June 2007, NexCen Brands launched a global rebranding effort for TAF, with plans for reinvigorating the 37 year-old brand to include an innovative new modular merchandising system, new in-store design, a modernized company logo and a line of TAF branded apparel.
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DDI visited the new JCPenney department store at Manhattan Mall in New York and spoke with store manager Joe Cardamone. Below is video of that conversation paired with a walk-through tour of the new store. For more on the JCPenney store, look out for DDI's November/December issue mailing out at the end of November.
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